This campaign shows the evolution of my thinking about brands and my belief in building long-lasting collaborative relationships with clients.
Some time ago I worked on redefining Milo’s brand purpose, moving the brand forward from functional claims and borrowed sports associations into a cause-driven icon that championed getting kids into actually playing more sports.
Years later, I was called back to help redefine the brand’s core value proposition and develop a whole new product and communications ecosystem for today’s world.
There were many work streams, and I was at the centre of designing the blueprint.
Champ Squad is not a campaign but a complex ecosystem that required bringing together multiple skills and stakeholders. It didn’t happen in one go, it was built by adding layers of service to the brand’s core mission of getting kids more active.
The pilot market was Australia, then it went global.
New brand services also meant new ways of engaging.
To fully bring kids and parents together in active pursuit of sports, the brand had to do many things it’s never done before. Launch and communicate wearable technology. Integration of product, app and content. And a global sponsorship with Real Madrid’s superstar Kaká to entice kids and parents onto the platform.
All brand touchpoints had to be treated differently.
Suddenly we were not selling a powder drink anymore, but technology and experiences. The approach was reflected even on the shelves, with tech-worthy packaging and interactive point-of-sale materials that made the platform approachable to mums.
Credits
This idea would not have happened without the outstanding people I had the privilege to work with. I want to give due credit to Rafael Guida, Dave Holland, Wei Kit Fong, Peter Glaser and Anand Badami.
